
Technology has been a game changer for nearly every industry, and jewelry is no exception. One of technology’s greatest contributions to the jewelry business is its ability to standardize diamond grading. Jewelers can leverage the accuracy and consistency standardized grading offers to have a new conversation at the retail counter, one centered on the quality of natural diamonds.
Traditional Diamond Grading Demands Modernization
Something that surprises most shoppers is that diamond grading isn’t an exact science. There’s no industry standard or governing body to make sure it’s done right. Instead, grading is based on human opinion, which makes it very subjective and, therefore, inconsistent and often inaccurate.
The four Cs—color, clarity, cut, and carat weight—core components to diamond grading, are part of the problem, as they depend on an outdated approach. While these qualities are important to consider, buying based on these qualities alone means buying blindly. There is far more that needs to be taken into account when selecting a diamond, such as beauty. Beauty is something that buyers can see—like how one diamond handles light better than another—but it’s difficult to account for in a grading report. Most diamond grading doesn’t factor in brown, green, and milky (BGM) hues that make a diamond less valuable and detract from its brilliance.
There’s also an ethical issue: Diamonds are inaccurately represented. This offers an unfair competitive advantage to online merchants who are selling by showing a customer two things: a photo of a diamond and a grading report or certificate. A report that misrepresents a diamond’s quality as higher throws off the price comparison for both the consumer and the brick-and-mortar retailer. It becomes nearly impossible for the retailer to compete with online sellers when key components of the actual diamond crystal are not declared and evaluated for the consumer to see. Ethics should be the foundation of the diamond industry.
Technology Creates a New Standard for Diamond Grading and Offers Jewelers an Advantage at the Counter
Rare & Forever is changing the diamond industry by offering the highest quality, accurately graded natural diamonds, a superior choice to lower quality options featured online. Unlike the nearly 99% of diamonds that are graded the old way, Rare & Forever stones are the 1% that are graded with AI technology. We’re setting a new standard, using a stringent screening process and the most advanced technology to deliver accuracy and consistency that customers deserve. Rare & Forever grading reports show customers exactly what they are buying, giving them confidence in their purchase.
We’re also shifting the diamond shopping business back to the experts—local jewelers. Rare & Forever diamonds are never sold online but instead through qualified, authorized jewelers. These are family businesses that customers know and trust. Customers can see a diamond in person and talk with an expert who can provide an education on diamond buying by explaining grading and the advantages and disadvantages of natural versus lab-grown diamonds and offer trustworthy guidance.
For decades, traditional diamond buying has confused shoppers with inaccurate grading reports, inauthentic sales processes, and a focus on certificates and reports rather than on beauty and quality. By providing authorized jewelers with new technology at the counter, we are empowering them to give customers exactly what they want, including transparent advice, expertise, and access to top-of-the-line diamonds.
Check out the newly launched Rare & Forever website to learn about diamonds, engage with a community to share celebration ideas, and readily find and connect with a local authorized jeweler to view Rare & Forever natural diamonds in person or virtually and establish a lifelong relationship for future jewelry purchases, repairs, and cleanings. For more information or to book an appointment at Centurion 2022, click here.
For more information about Rare & Forever, call (877) 620-1333.